Hello sir, very true sir.
----- Original Message -----
From: "rakesh kumar gupta" <[EMAIL PROTECTED]>
To: <accessindia@accessindia.org.in>
Sent: Sunday, November 19, 2006 3:43 PM
Subject: Re: [AI] Radio The new infotainment mantra
> HELLO TO ALL:
> Thanks for sharing these actual data about radio channels.
> Although new AIR. CHANNELS are in existence in our India, but actually, no
> alone channel represents all States and Union Territory States of our
> nation, even though except some specific days, national songs are not
> being
> played. I feel, if this situation will continue till more times, then we
> will surely be unnationalised in practically, just like, we have adopted
> westernized culture gradually with positive modern technical skills and
> scientific temper etc through movies and other type of media by which our
> changed style of living standard invites so many "New and Modern
> diseases".
> Thanks,
> RAKESH KUMAR GUPTA.
> [EMAIL PROTECTED]
>
> ----- Original Message -----
> From: "pradeep Banakar" <[EMAIL PROTECTED]>
> To: <accessindia@accessindia.org.in>
> Sent: Saturday, November 18, 2006 8:44 AM
> Subject: [AI] Radio The new infotainment mantra
>
>
>>
>> Radio: The new infotainment mantra
>>
>> Abhilasha Ojha in New Delhi
>>
>>
>>
>>
>>
>> November 18, 2006
>>
>> It takes a newspaper report to understand what RJ Simran Kohli means by
>> saying that radio is one of the biggest mediums of infotainment for the
>> future.
>>
>>
>>
>> The report is on Radio Farda (or Radio Tomorrow), a US-funded radio
>> channel (they're pumping in $7 million by way of fresh funds even as you
>> read this)
>>
>> in Tehran, which encourages listeners to air their views on political
>> subjects - considered taboo in the earlier regime. Put simply, radio
>> power
>> is creating
>>
>> history.
>>
>>
>>
>> In India too, radio's reach is growing as an increasing number of
>> channels
>> create a space of their own. Poised to become a Rs 1,200-crore (Rs 12
>> billion)
>>
>> industry by 2010, the Indian radio sector, according to a recent study
>> conducted by FICCI and PriceWaterhouse Coopers, will reach beyond the
>> metros to
>>
>> at least 70-odd cities.
>>
>>
>>
>> What's more, there will be 40 strong private players compared to the
>> current seven and the market of Indian radio, as industry experts point
>> out, will see
>>
>> investments worth $1.5 billion in the next 24 months.
>>
>>
>>
>> Radio advertising, which presently has 2 per cent of the country's total
>> ad-spend, will see a substantial rise in the next 10 years.
>>
>>
>>
>> Kohli is ecstatic with these figures. "Radio is big in India. I can
>> command Rs 1.5 lakh for an AIR show that fetched me Rs 800 ten years
>> ago,"
>> she says.
>>
>>
>>
>> With nearly 700 channels waiting to kickstart operations in India, Kohli
>> reasons that at the very least 80,000 people will be required in the
>> industry.
>>
>> The license fee to the government, she says, is bound to come down.
>>
>>
>>
>> "Once radio channels were expected to pay Rs 9-10 crore (Rs 90-100
>> million) every year. Today, channels have to pay the same amount for 10
>> years. Obviously,
>>
>> the fee will only come down."
>>
>>
>>
>> Kohli is now a radio jockey with Big 92.7 FM and runs her Academy of
>> Radio
>> Management, a first-of-its-kind academy specialising in radio studies.
>>
>>
>>
>> Kohli may be the quintessential radio jockey, but she has great plans
>> ahead, including starting her own radio channels ("I'm going to look at
>> community
>>
>> radio channels and each channel can cost around Rs 7-8 lakh to set up"),
>> branches of her radio academy in B- and C-class towns and continuing to
>> command
>>
>> a high price for anchoring radio shows.
>>
>>
>>
>> "Money and fame," is the quick reply when we ask R J Manish why he's in
>> the business of radio. With Radio City for the past four months, Manish,
>> who was
>>
>> in television earlier (he was a VJ with Zee Music and did another
>> music-based show for Star Plus), gave the nod to radio for the money
>> involved in the
>>
>> industry.
>>
>>
>>
>> "It's at a nascent stage," he says, "but the money involved in the
>> industry is quite amazing." He's right.
>>
>>
>>
>> According to industry experts, newcomers involved with the private
>> players
>> in the industry are getting between Rs 20,000-25,000. Those with
>> experience of
>>
>> three-five years can get Rs 50,000 while seasoned players are getting as
>> much as Rs 1.5 lakh per month.
>>
>>
>>
>> Doesn't boredom set in? "It might," confesses Manish, but adds that
>> "radio
>> offers fairly flexible hours and depending on contracts, one can even
>> freelance
>>
>> easily."
>>
>>
>>
>> Manish's day (he hosts the prime-time slot or the "breakfast slot" as
>> it's
>> known in the radio world jargon) starts at 6.30 when he goes into the
>> studio,
>>
>> scans the newspapers quickly, sits with his producer who gives him inputs
>> for the day's shows - these include mentioning clients who have pitched
>> their
>>
>> ads in the show and other news briefs - and a rough script to help Manish
>> anchor the show from 7 am-11 am.
>>
>>
>>
>> After his show, Manish manages to schedule his television shoots (he's
>> working for a sitcom for a leading channel) and finally wraps up his day
>> at 12.30-1.00
>>
>> am. Why is he exhausting himself?
>>
>>
>>
>> "Radio is an interesting medium and has a greater reach than ever before.
>> Because private players are involved, the entire set-up is very
>> corporate-ish.
>>
>> We get handsome salaries plus perks; in television, payments can be very
>> slow. In some cases, as long as you're not revealing your identity as the
>> RJ,
>>
>> dubbing and doing voice-overs is also allowed."
>>
>>
>>
>> The "baap of all RJs", as he's called by his fellow tribe, Nitin
>> remembers
>> that the profession didn't fetch him the kind of money and name that he's
>> getting
>>
>> today. Poached by Red FM at a hefty price (rumours suggest he's getting
>> Rs
>> 1.5 lakh and even got a bonus amount from Red FM), Nitin moved after a
>> very
>>
>> successful four-year-stint in Radio Mirchi where he became the voice of
>> the channel.
>>
>>
>>
>> "People started calling me 'Ulta Pulta' Nitin," he says, adding, "The
>> journey was an uphill task." Nitin started hosting 30-minute shows, four
>> times a month
>>
>> and didn't ever think of RJ-ing as a lucrative career option at that
>> point.
>>
>>
>>
>> Though he doesn't deny the lure of quick money and a dose of fame, Nitin
>> warns of the stiff competition. He gets up every morning at 4.30 am to
>> reach the
>>
>> studio at 5.30.
>>
>>
>>
>> Here he sits and ponders over what he might do to enhance his shows -
>> he's
>> managed to get a musical band and a bunch of small children to scream
>> "Red
>> FM"
>>
>> in his studio - and finally starts his show ("it's all impromptu") at 7,
>> continuing till 11 am.
>>
>>
>>
>> RJ Harsh of Radio Mirchi voices similar concerns while RJs Saurav and
>> Anant remember the tremendous pressure when they were asked to step into
>> Nitin's time
>>
>> slot at the channel.
>>
>>
>>
>> "It wasn't easy but thankfully we've managed," says Saurav. Though RJ Dev
>> of Radio One admits burnout in radio happens, only those who love the
>> creative
>>
>> medium step into the radio studios as RJs. He's been in the profession
>> for
>> five years and says he enjoys every bit of his space on radio.
>>
>>
>>
>> With so many radio channels vying to be heard, players in the industry
>> are
>> doing the best they can to get viewers on their shows.
>>
>>
>>
>> A majority of channels are bringing celebs on board as radio jockeys:
>> singer Roop Kumar Rathod, for instance, will host a ghazal show on Radio
>> City, while
>>
>> small-screen stars like Mona "Jassi" Singh will give RJ-ing a shot on Big
>> FM.
>>
>>
>>
>> Stars like Sachin Tendulkar, Shah Rukh Khan and Aamir Khan give radio
>> interviews a nod. "Celebs realise that radio connects them to listeners,"
>> says Dev,
>>
>> adding, "Surnames on radio are never given out because our reach has to
>> transcend community barriers."
>>
>>
>>
>> Interestingly, channels are even putting intensive R&D in place before
>> launching their channels. "Before launching in Chennai, we researched,
>> altered content
>>
>> and finally decided to offer 70 per cent of English music," says Rana
>> Barua, national marketing head, Radio City.
>>
>>
>>
>> In the India entertainment industry, radio certainly is music to the
>> ears.
>>
>>
>>
>> Additional inputs by Aabhas Sharma
>>
>>
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